Case
We reversed the sales decline of a food company with a new commercial strategy
Context
A food company facing sales decline needed to recover commercial competitiveness. The challenge encompassed understanding market potential, coverage by geography, channels, and sales force.
Approach
- Market potential assessment and commercial approach redefinition by geography;
- Sales route redesign, with sales force sizing and hiring;
- Channel definition based on cost-to-serve analysis;
- Process redesign: Key Account management, telemarketing, new pricing process, and new market intelligence processes.
Results
- Sales increase exceeding 10% in target territories; sales efficiency improvement of 15%; profitability increase of 20%;
- New market segmentation based on primary research;
- New commercial initiatives: loyalty and volume campaigns, new channels (mobile store, distributors), new credit policy, and new sales management tools;
- Organizational renewal: commercial team restructuring and resizing, and new compensation and incentive model.